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Apple Vision Pro slashes production after weak sales. What now for AR/VR?

Apple Vision Pro slashes production after weak sales. What now for AR/VR?

The new year has barely begun, and already we have a strong contender for our annual dead tech list, 2026 edition — the Apple Vision Pro.

Not that the iPhone maker’s Augmented Reality (AR) headset has passed on yet, exactly. The Apple Vision Pro (starting at $3,499) has been, to paraphrase Monty Python, just resting production at its Chinese manufacturer, Luxcorp. That’s according to analysts at International Data Corp, which estimates Apple only sold 4,500 headsets worldwide in the holiday quarter of 2025 — new M5 chip version (which is reportedly made in Vietnam) included.

For comparison, that’s less than one-tenth of the half-million Vision Pros analysts say were sold in its launch year, 2024.

Apple doesn’t break out Vision Pro sales figures — but the company has all but given up on marketing the product, according to a scathing Financial Times report. Digital marketing for the device has been slashed by 95 percent. If you see a banner ad for a Vision Pro in the wilds of the internet, you might want to take a screenshot: You’re looking at an increasingly endangered beast.

SEE ALSO:

Meta AI glasses adds ‘conversation focus’ feature

What went wrong with the Apple Vision Pro?

To be fair to Apple, slumping sales are a problem across the whole AR/virtual reality space — not to mention the whole U.S. retail space.

Mashable Light Speed

Analysts at Counterpoint saw a 14 percent drop in all AR/VR headset sales in the first half of 2025. The Vision Pro is clearly on the luxury end of the market — Meta’s Quest 3S VR headset recently dropped its price to $250 — and luxury items tend to be the first to go when consumers are feeling the pinch of rising prices on necessities such as groceries and healthcare premiums.

Even if you’re all-in on the idea of hefty AR headsets with battery packs attached, you might be sorely tempted to drop half the price tag of the Vision Pro on the new Galaxy XR headset ($1,800). As cool as the Vision Pro hands-on experience may be, no must-have “killer app” has yet been identified for the platform. The iPhone is an essential status symbol; the iPad helps you live your best creative life; your Mac is your workhorse; and the VisionPro … does what, exactly?

From the outset, the company has struggled to explain why we should want a Vision Pro (as this weirdly Black Mirror-esque product demo showed). So it makes sense to pause those ad dollars, at least. For those of us who find the Vision Pro’s EyeSight display eyes creepy, banner ads that display the feature may make us less likely to buy one.

Apple’s AI glasses are the future.

Disappointing sales and paused production don’t mean Apple has no clue what to do in this category. Quite the opposite, according to one well-sourced Oct. 2025 report — the company is already pulling employees away from its cheaper Vision Pro version, and on to a lighter, cheaper model of smart glasses that will compete with Meta’s AI-powered Ray-Ban Display and Google’s upcoming Android XR glasses.

That makes much more sense. Despite an extremely cringe Mark Zuckerberg demo fail, the $800 Meta Ray-Bans made for one of the more buzzworthy product launches of 2025. Early adopters and critics alike were positive, and investors clamored to buy shares in the company that makes Ray-Bans.

With live translation, directions, and smart specs, the Meta Ray-Bans fulfilled many promises of augmented reality that have been with us all the way back to Google Glass (which also took a long time to officially die out); they also happen to be Ray-Bans and thus don’t make you look like a nerd. (Well, unless you’re indoors and the cool shades lighten to reveal, unfortunately, thick frames.)

If there’s any company that understands the importance of design that appeals to non-nerdy customers, it’s Apple. So while the bulky, costly, nerdy Vision Pro may be dead tech walking, don’t count its maker out yet. Apple just may rebound from this sales slump to surprise us with something like a Vision Air — lightweight specs that work for way more than 45,000 new customers per quarter.

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Augmented Reality

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By law, autonomous vehicles aren’t allowed to carry unaccompanied minors in California. Waymo, Alphabet’s self-driving-car company, doesn’t allow kids under 18 to ride alone anywhere outside of metro Phoenix, Arizona. But that hasn’t stopped some time-strapped parents from using their own accounts to transport their kids to school, extracurricular activities, and even social outings. Some have reported that the lack of drivers makes them feel safer.

Waymo is working to crack down on the practice, the company confirmed Friday, after reports of new mid-ride age-verification checks began to float around on social media. The company has “policies in place” to help it identify violations of its terms of service, Waymo spokesperson Chris Bonelli wrote in a statement to WIRED. “We are continuing to refine our system and processes for accuracy over time.” Violating its terms of service can lead to temporary or permanent suspension of an account, Waymo says.

The company uses cameras inside its cars to check that riders aren’t violating its rules. Its privacy policy notes that the company records video inside the vehicle during trips. Waymo says its support workers “may review video under certain circumstances” and, “in more urgent circumstances,” access live video during a trip. The company says it does not use facial recognition or “other biometric identification technologies” to identify individuals.

The news comes a month after several California labor groups, including the California Gig Workers Union, filed a formal complaint with a state regulatory agency, accusing Waymo of violating the terms of its permit to operate in the state by knowingly transporting unaccompanied minors. The matter was assigned to a judge this week. The state is evaluating new rules that could allow solo riders under 18 in driverless cars, perhaps patterned after a program that permits ride-hail companies with human drivers to transport minors in California.

So far, several fresh-faced adults have been caught in the crossfire. On Tuesday, San Francisco machine learning engineer Nicholas Fleischhauer was about five minutes into his Waymo ride when the car connected him to support. A voice came over the line asking Fleischhauer to verify his age. He told the worker the truth: He’s 35. “I had messy and wet hair and a backpack on me,” he says, by way of explaining why he might have been flagged by Waymo’s system. Plus, “people have told me that I look young for my age.” Fleischhauer says he takes Waymo weekly, but this marked the first time he had been asked about his age.

Since last summer, Waymo has allowed parents in the Phoenix area to set up teen accounts for riders ages 14 to 17. The accounts allow the teen riders’ adults to track their real-time locations during their trips. Waymo says a specially trained team of support agents deals with any issues its teen riders might have. Waymo says that “hundreds” of Phoenix families use the service each week.

In Waymo’s other markets across the US, adults are allowed to ride with guests under 18, though children under 8 must be in a secured car or booster seat.

Ethan S. Klein is 23, but his 26th LA Waymo ride on Thursday—plus the music he was listening to—was interrupted by an in-car call from a support agent who asked him, for the first time, to verify his birth date. Klein is an adult, but his first impulse was almost teen-like. “I was a little startled,” he says. “I thought I was in trouble!”

#Waymo #Crack #Solo #Kids #Driverless #Carsself-driving cars,cars,autonomous vehicles,safety,waymo,uber,kids">Waymo Is Trying to Crack Down on Solo Kids in Driverless CarsBy law, autonomous vehicles aren’t allowed to carry unaccompanied minors in California. Waymo, Alphabet’s self-driving-car company, doesn’t allow kids under 18 to ride alone anywhere outside of metro Phoenix, Arizona. But that hasn’t stopped some time-strapped parents from using their own accounts to transport their kids to school, extracurricular activities, and even social outings. Some have reported that the lack of drivers makes them feel safer.Waymo is working to crack down on the practice, the company confirmed Friday, after reports of new mid-ride age-verification checks began to float around on social media. The company has “policies in place” to help it identify violations of its terms of service, Waymo spokesperson Chris Bonelli wrote in a statement to WIRED. “We are continuing to refine our system and processes for accuracy over time.” Violating its terms of service can lead to temporary or permanent suspension of an account, Waymo says.The company uses cameras inside its cars to check that riders aren’t violating its rules. Its privacy policy notes that the company records video inside the vehicle during trips. Waymo says its support workers “may review video under certain circumstances” and, “in more urgent circumstances,” access live video during a trip. The company says it does not use facial recognition or “other biometric identification technologies” to identify individuals.The news comes a month after several California labor groups, including the California Gig Workers Union, filed a formal complaint with a state regulatory agency, accusing Waymo of violating the terms of its permit to operate in the state by knowingly transporting unaccompanied minors. The matter was assigned to a judge this week. The state is evaluating new rules that could allow solo riders under 18 in driverless cars, perhaps patterned after a program that permits ride-hail companies with human drivers to transport minors in California.So far, several fresh-faced adults have been caught in the crossfire. On Tuesday, San Francisco machine learning engineer Nicholas Fleischhauer was about five minutes into his Waymo ride when the car connected him to support. A voice came over the line asking Fleischhauer to verify his age. He told the worker the truth: He’s 35. “I had messy and wet hair and a backpack on me,” he says, by way of explaining why he might have been flagged by Waymo’s system. Plus, “people have told me that I look young for my age.” Fleischhauer says he takes Waymo weekly, but this marked the first time he had been asked about his age.Since last summer, Waymo has allowed parents in the Phoenix area to set up teen accounts for riders ages 14 to 17. The accounts allow the teen riders’ adults to track their real-time locations during their trips. Waymo says a specially trained team of support agents deals with any issues its teen riders might have. Waymo says that “hundreds” of Phoenix families use the service each week.In Waymo’s other markets across the US, adults are allowed to ride with guests under 18, though children under 8 must be in a secured car or booster seat.Ethan S. Klein is 23, but his 26th LA Waymo ride on Thursday—plus the music he was listening to—was interrupted by an in-car call from a support agent who asked him, for the first time, to verify his birth date. Klein is an adult, but his first impulse was almost teen-like. “I was a little startled,” he says. “I thought I was in trouble!”#Waymo #Crack #Solo #Kids #Driverless #Carsself-driving cars,cars,autonomous vehicles,safety,waymo,uber,kids

Waymo, Alphabet’s self-driving-car company, doesn’t allow kids under 18 to ride alone anywhere outside of metro Phoenix, Arizona. But that hasn’t stopped some time-strapped parents from using their own accounts to transport their kids to school, extracurricular activities, and even social outings. Some have reported that the lack of drivers makes them feel safer.

Waymo is working to crack down on the practice, the company confirmed Friday, after reports of new mid-ride age-verification checks began to float around on social media. The company has “policies in place” to help it identify violations of its terms of service, Waymo spokesperson Chris Bonelli wrote in a statement to WIRED. “We are continuing to refine our system and processes for accuracy over time.” Violating its terms of service can lead to temporary or permanent suspension of an account, Waymo says.

The company uses cameras inside its cars to check that riders aren’t violating its rules. Its privacy policy notes that the company records video inside the vehicle during trips. Waymo says its support workers “may review video under certain circumstances” and, “in more urgent circumstances,” access live video during a trip. The company says it does not use facial recognition or “other biometric identification technologies” to identify individuals.

The news comes a month after several California labor groups, including the California Gig Workers Union, filed a formal complaint with a state regulatory agency, accusing Waymo of violating the terms of its permit to operate in the state by knowingly transporting unaccompanied minors. The matter was assigned to a judge this week. The state is evaluating new rules that could allow solo riders under 18 in driverless cars, perhaps patterned after a program that permits ride-hail companies with human drivers to transport minors in California.

So far, several fresh-faced adults have been caught in the crossfire. On Tuesday, San Francisco machine learning engineer Nicholas Fleischhauer was about five minutes into his Waymo ride when the car connected him to support. A voice came over the line asking Fleischhauer to verify his age. He told the worker the truth: He’s 35. “I had messy and wet hair and a backpack on me,” he says, by way of explaining why he might have been flagged by Waymo’s system. Plus, “people have told me that I look young for my age.” Fleischhauer says he takes Waymo weekly, but this marked the first time he had been asked about his age.

Since last summer, Waymo has allowed parents in the Phoenix area to set up teen accounts for riders ages 14 to 17. The accounts allow the teen riders’ adults to track their real-time locations during their trips. Waymo says a specially trained team of support agents deals with any issues its teen riders might have. Waymo says that “hundreds” of Phoenix families use the service each week.

In Waymo’s other markets across the US, adults are allowed to ride with guests under 18, though children under 8 must be in a secured car or booster seat.

Ethan S. Klein is 23, but his 26th LA Waymo ride on Thursday—plus the music he was listening to—was interrupted by an in-car call from a support agent who asked him, for the first time, to verify his birth date. Klein is an adult, but his first impulse was almost teen-like. “I was a little startled,” he says. “I thought I was in trouble!”

#Waymo #Crack #Solo #Kids #Driverless #Carsself-driving cars,cars,autonomous vehicles,safety,waymo,uber,kids">Waymo Is Trying to Crack Down on Solo Kids in Driverless Cars

By law, autonomous vehicles aren’t allowed to carry unaccompanied minors in California. Waymo, Alphabet’s self-driving-car company, doesn’t allow kids under 18 to ride alone anywhere outside of metro Phoenix, Arizona. But that hasn’t stopped some time-strapped parents from using their own accounts to transport their kids to school, extracurricular activities, and even social outings. Some have reported that the lack of drivers makes them feel safer.

Waymo is working to crack down on the practice, the company confirmed Friday, after reports of new mid-ride age-verification checks began to float around on social media. The company has “policies in place” to help it identify violations of its terms of service, Waymo spokesperson Chris Bonelli wrote in a statement to WIRED. “We are continuing to refine our system and processes for accuracy over time.” Violating its terms of service can lead to temporary or permanent suspension of an account, Waymo says.

The company uses cameras inside its cars to check that riders aren’t violating its rules. Its privacy policy notes that the company records video inside the vehicle during trips. Waymo says its support workers “may review video under certain circumstances” and, “in more urgent circumstances,” access live video during a trip. The company says it does not use facial recognition or “other biometric identification technologies” to identify individuals.

The news comes a month after several California labor groups, including the California Gig Workers Union, filed a formal complaint with a state regulatory agency, accusing Waymo of violating the terms of its permit to operate in the state by knowingly transporting unaccompanied minors. The matter was assigned to a judge this week. The state is evaluating new rules that could allow solo riders under 18 in driverless cars, perhaps patterned after a program that permits ride-hail companies with human drivers to transport minors in California.

So far, several fresh-faced adults have been caught in the crossfire. On Tuesday, San Francisco machine learning engineer Nicholas Fleischhauer was about five minutes into his Waymo ride when the car connected him to support. A voice came over the line asking Fleischhauer to verify his age. He told the worker the truth: He’s 35. “I had messy and wet hair and a backpack on me,” he says, by way of explaining why he might have been flagged by Waymo’s system. Plus, “people have told me that I look young for my age.” Fleischhauer says he takes Waymo weekly, but this marked the first time he had been asked about his age.

Since last summer, Waymo has allowed parents in the Phoenix area to set up teen accounts for riders ages 14 to 17. The accounts allow the teen riders’ adults to track their real-time locations during their trips. Waymo says a specially trained team of support agents deals with any issues its teen riders might have. Waymo says that “hundreds” of Phoenix families use the service each week.

In Waymo’s other markets across the US, adults are allowed to ride with guests under 18, though children under 8 must be in a secured car or booster seat.

Ethan S. Klein is 23, but his 26th LA Waymo ride on Thursday—plus the music he was listening to—was interrupted by an in-car call from a support agent who asked him, for the first time, to verify his birth date. Klein is an adult, but his first impulse was almost teen-like. “I was a little startled,” he says. “I thought I was in trouble!”

#Waymo #Crack #Solo #Kids #Driverless #Carsself-driving cars,cars,autonomous vehicles,safety,waymo,uber,kids

Samsung’s flagship Galaxy Book 6 Ultra laptop has the premium build, processor and graphics muscle required by creative pros. Can it replace a MacBook Pro?

#Samsung #Galaxy #Book #Ultra #MacBook #Pro">Samsung Galaxy Book 6 Ultra vs MacBook ProSamsung’s flagship Galaxy Book 6 Ultra laptop has the premium build, processor and graphics muscle required by creative pros. Can it replace a MacBook Pro?#Samsung #Galaxy #Book #Ultra #MacBook #Pro

Samsung’s flagship Galaxy Book 6 Ultra laptop has the premium build, processor and graphics muscle required by creative pros. Can it replace a MacBook Pro?

#Samsung #Galaxy #Book #Ultra #MacBook #Pro">Samsung Galaxy Book 6 Ultra vs MacBook ProSamsung Galaxy Book 6 Ultra vs MacBook ProSamsung’s flagship Galaxy Book 6 Ultra laptop has the premium build, processor and graphics muscle required by creative pros. Can it replace a MacBook Pro?#Samsung #Galaxy #Book #Ultra #MacBook #Pro

Samsung’s flagship Galaxy Book 6 Ultra laptop has the premium build, processor and graphics muscle required by creative pros. Can it replace a MacBook Pro?

#Samsung #Galaxy #Book #Ultra #MacBook #Pro

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